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40% 40% 20%...list, offer, creative
If 40% of your campaign success is attributable to the list, almost that much is attributable to the offer. Another 20% of your success will depend on good creative - design, copy and format. ON-CARDs format will bring your offer and creative to life.
Use the right list
The most important part of any direct mail campaign is not the copy. It's not the art direction. And it's not the offer. It's the mailing list. Make sure you have the best list you can get. It's responsible for 40% of your campaign's success.
Test, test, test
Every item in your direct mail campaign should be tested. Your list, your offer, your copy. Testing assures you that you know what works before it becomes the control.
Create urgency with a deadline
Your prospect needs a sense of urgency to act now. Procrastination leads to inaction. Without a deadline, your prospects will move on to other, more urgent things.
Great follow-up
Make good on your promise in the offer. Fast fulfillment, great marketing literature, professional telemarketing will turn leads into customers.
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